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Halo issue 2 - Central Saint Martins - University of the Arts London

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Issue 2 The <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> magazine for business<br />

LVMH<br />

When is a table not a table?<br />

Meet <strong>the</strong> boys behind <strong>the</strong> bikeshed<br />

Creativity applied …


Contents<br />

01<br />

Welcome to halo<br />

02<br />

LVMH<br />

03<br />

Interview with Tomasz Donocik<br />

06<br />

Q: When is a table not a table?<br />

A: When it’s been reinvented<br />

by students at CSM<br />

07<br />

Designed to last for 100 years<br />

08<br />

Living in <strong>the</strong> Plastic Age<br />

10<br />

Gifted CSM students inspire<br />

new packaging solutions<br />

11<br />

How Aimee aimed for <strong>the</strong> top<br />

12<br />

Meeting <strong>the</strong> boys behind<br />

<strong>the</strong> bikesheds<br />

14<br />

Ano<strong>the</strong>r dimension to design<br />

Alumni’s confidence boosted<br />

by CSM’s commercial links<br />

16<br />

Au revoir Sylvie,<br />

Allô Scarlet!<br />

17<br />

Phones, Fashion<br />

and <strong>the</strong> Future<br />

18<br />

Perfect Focus<br />

19<br />

Event sponsorships & support<br />

20<br />

Knowledge Transfer Partnerships<br />

21<br />

Pr<strong>of</strong>essional Training<br />

22<br />

The Innovation Centre<br />

24<br />

Venue Hire<br />

Cover image<br />

Hydroponic Extraction Unit -<br />

Part <strong>of</strong> <strong>the</strong> 2015 Kitchen Range,<br />

by George Walker (graduate<br />

<strong>of</strong> BA (Hons) Product Design).<br />

Welcome<br />

to halo<br />

At <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> we have a unique<br />

and brilliant creative resource that we are able<br />

to <strong>of</strong>fer to our corporate friends and partners<br />

– our students. This edition <strong>of</strong> <strong>Halo</strong> focuses<br />

on <strong>the</strong> College’s impressive reputation<br />

for working collaboratively with industry<br />

and delivering innovative creative solutions<br />

to real and <strong>the</strong>oretical design problems.<br />

Our students have exceptional talent, skill<br />

and ambition. Their time at <strong>the</strong> College is not<br />

just about developing technical abilities and<br />

meeting deadlines, but about <strong>the</strong> experience and<br />

realisation <strong>of</strong> complete creative freedom. Our<br />

students are encouraged to challenge convention,<br />

to unpick familiar concepts and re-shape <strong>the</strong>m<br />

as seen through new eyes. The students deliver<br />

an invaluable and unrivalled injection <strong>of</strong> creative<br />

thinking to our corporate partners.<br />

You will see in <strong>the</strong> next pages that our clients<br />

include leading brands: <strong>the</strong>y range from luxury<br />

goods to technology to retail. With over 30<br />

courses at undergraduate and postgraduate levels,<br />

and a truly international student mix, <strong>the</strong> scope<br />

for working toge<strong>the</strong>r is limitless.<br />

We hope that reading about some <strong>of</strong> our<br />

recent projects is <strong>of</strong> interest and perhaps gives<br />

you new ideas <strong>of</strong> ways to work with <strong>Central</strong><br />

<strong>Saint</strong> <strong>Martins</strong> in <strong>the</strong> future.<br />

Gabrielle Lee, Corporate Relations Manager<br />

Steve Whalley, Business Manager<br />

halo 3


<strong>London</strong> Fashion Week 2006 – held at <strong>the</strong> Natural History<br />

Museum in South Kensington – wasn’t just an opportunity<br />

to showcase <strong>the</strong> season’s latest catwalk trends. The event<br />

attracts top executives from major businesses in <strong>the</strong> fashion<br />

market and is an excellent opportunity for networking<br />

and deal making. CSM’s Business Manager Steve Whalley<br />

and <strong>Halo</strong> writer Phil Woodford joined <strong>the</strong> crowd and met<br />

with Dr Concetta Lanciaux, an Executive Vice-President<br />

<strong>of</strong> LVMH. She talked about <strong>the</strong> links with between her<br />

company and <strong>the</strong> College and <strong>the</strong> value that <strong>the</strong> partnership<br />

has created over time.<br />

“I’ve been determined to nurture and grow our<br />

creative resources and also support talent in fields like plastic<br />

arts, design and music. Over <strong>the</strong> years, we’ve built close<br />

relationships with management schools and creative institutions<br />

around <strong>the</strong> world. It is a part <strong>of</strong> <strong>the</strong> Group’s core values and<br />

long term strategy.<br />

“CSM is a natural partner for us, because we have<br />

so much in common. Not just a sense <strong>of</strong> shared values and<br />

beliefs and a commitment to innovation and creativity, but also<br />

a long heritage. St Martin’s School <strong>of</strong> Art, for instance, was<br />

originally founded in 1854 – <strong>the</strong> same year as Louis Vuitton.<br />

This is important, because heritage is a key factor for success<br />

in <strong>the</strong> luxury industry. And, <strong>of</strong> course, CSM <strong>of</strong>fers a wide<br />

range <strong>of</strong> courses in everything from fashion and textiles through<br />

to film, graphics and 3D design. It’s a mix that ties in very well<br />

with our own operations.”<br />

Fantastic ideas<br />

“LVMH House in <strong>London</strong> is our centre for business strategy<br />

and innovation and we’ve used it for workshops focusing<br />

on <strong>the</strong> importance <strong>of</strong> Manager-Creator relationships and<br />

communications, involving our Senior Managers and CSM<br />

students. We give <strong>the</strong> students a 20-minute brief on a creative<br />

project and <strong>the</strong>y come back <strong>the</strong> following day to present <strong>the</strong>ir<br />

ideas. The outcome has been fantastic. Several <strong>of</strong> <strong>the</strong> companies<br />

in our group have chosen to continue <strong>the</strong> creative collaboration<br />

after this exercise.<br />

Our executives and <strong>the</strong> students form two parts<br />

<strong>of</strong> a triangle. The third element is <strong>the</strong> CSM school and faculty<br />

itself. Most <strong>of</strong> <strong>the</strong> academics are also pr<strong>of</strong>essional artists,<br />

designers or performers. Someone like Nick Rhodes, for example,<br />

has 20 years’ experience in interpreting client briefs. This helps<br />

ensure that our people are provided with real insight, as well<br />

as refreshing design that draws its inspiration from<br />

right around <strong>the</strong> world.”<br />

Personal links<br />

“People at LVMH and <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> share a lot<br />

<strong>of</strong> common traits, including passion about creativity. It’s no<br />

coincidence, <strong>the</strong>refore, that many <strong>of</strong> our Group’s most talented<br />

Artistic Directors – as well as a number <strong>of</strong> our up-and-coming<br />

designers – studied at CSM. Take John Galliano, for instance,<br />

at Dior or Mat<strong>the</strong>w Williamson at Pucci.<br />

I believe that <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> is a laboratory<br />

<strong>of</strong> creative ideas. The students provide us with fresh thinking –<br />

free from <strong>the</strong> models and preconceptions that sometimes pervade<br />

a brand and hinder us from thinking outside <strong>the</strong> box. They<br />

act as incredible antennae, picking up signals from <strong>the</strong> artistic<br />

and creative environment.”<br />

Dr Concetta Lanciaux with<br />

Mr Bernard Arnault, Chairman<br />

<strong>of</strong> LVMH, and Sydney Toledano,<br />

CEO Christian Dior at an LVMH<br />

House workshop.<br />

One <strong>of</strong> <strong>the</strong> students who benefited from his<br />

involvement with LVMH is award-winning<br />

jewellery designer, Tomasz Donocik. We asked<br />

him for his reflections on his experience<br />

at <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>.<br />

Gold Cufflinks by Tomasz Donocik.<br />

<strong>Halo</strong><br />

How exactly did <strong>the</strong> relationship with<br />

LVMH work?<br />

Tomasz<br />

Well, I was asked to get involved in<br />

a number <strong>of</strong> workshops, where <strong>the</strong><br />

company would invite groups <strong>of</strong> <strong>the</strong>ir<br />

directors and executives to brief different<br />

designers. You’d leave <strong>the</strong> meeting at<br />

<strong>the</strong> end <strong>of</strong> an afternoon and be expected<br />

to present your ideas back <strong>the</strong> following<br />

morning. It led to a few sleepless nights!<br />

On one occasion, for instance, I was asked<br />

to produce an alternative collection for<br />

Tag Heuer – not watches, but jewellery<br />

or a related product that sat comfortably<br />

with <strong>the</strong> brand. Afterwards, I had <strong>the</strong><br />

opportunity to travel to Tag’s <strong>of</strong>fices<br />

in Switzerland to enter a competition<br />

with students from o<strong>the</strong>r colleges.<br />

<strong>Halo</strong><br />

How would you describe <strong>the</strong> benefit<br />

<strong>of</strong> this kind <strong>of</strong> relationship – both for<br />

you and for LVMH?<br />

Tomasz<br />

For me, it provided a real insight into<br />

<strong>the</strong> importance <strong>of</strong> corporate identity and<br />

reflecting <strong>the</strong> key values <strong>of</strong> a brand. This<br />

is useful now that I’m a practising designer<br />

and have completed my Master’s at <strong>the</strong><br />

RCA. It’s also given me insights and<br />

experience that I’ve been able to use in my<br />

own teaching. Ano<strong>the</strong>r important bonus<br />

is <strong>the</strong> way in which I’ve built up a network<br />

<strong>of</strong> contacts – people I can talk to again<br />

in my capacity as a freelancer.<br />

From <strong>the</strong> point <strong>of</strong> view <strong>of</strong> LVMH,<br />

it was a chance to see some interesting<br />

ideas <strong>of</strong> course, but also very much<br />

a learning experience for <strong>the</strong> executives<br />

in terms <strong>of</strong> <strong>the</strong> briefing process. They<br />

actively encouraged feedback and I’d point<br />

out <strong>the</strong> ways in which <strong>the</strong> brief might<br />

have been enhanced or improved.<br />

<strong>Halo</strong><br />

Why do you think LVMH choose <strong>Central</strong><br />

<strong>Saint</strong> <strong>Martins</strong> as a partner?<br />

Tomasz<br />

There’s clearly a strong relationship<br />

between <strong>the</strong> two organisations. LVMH<br />

see <strong>the</strong> potential <strong>of</strong> <strong>the</strong> students, many<br />

<strong>of</strong> whom end up working for big<br />

companies. On my own jewellery course,<br />

a lot <strong>of</strong> people were very ambitious<br />

and driven. It’s that attitude, I think,<br />

that distinguishes <strong>the</strong> College from<br />

o<strong>the</strong>rs who <strong>of</strong>fer similar courses.<br />

4 halo halo 5


Men’s Jewellery and Accessories<br />

designed and modelled<br />

by Tomasz Donocik.<br />

6 halo halo 7


Q<br />

When is<br />

a table not<br />

a table?<br />

A<br />

When<br />

it’s been<br />

reinvented<br />

by students<br />

at CSM<br />

If you’re <strong>of</strong>fered <strong>the</strong> chance to study product design<br />

at <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>, you’re unlikely<br />

to pass it up. Students travel from all over <strong>the</strong><br />

globe to <strong>the</strong> College’s <strong>London</strong> campus, knowing<br />

that <strong>the</strong>y’ll be learning from acknowledged<br />

experts in one <strong>of</strong> <strong>the</strong> world’s business, design<br />

and innovation centres.<br />

The influx brings toge<strong>the</strong>r an impressive mix<br />

<strong>of</strong> talent and cultural perspectives. A phenomenon<br />

that Paul Sayers recognises well. He’s <strong>the</strong> man<br />

in charge <strong>of</strong> <strong>the</strong> second year <strong>of</strong> <strong>the</strong> product design<br />

degree and uses <strong>the</strong> unique abilities <strong>of</strong> his students<br />

to help a number <strong>of</strong> corporate clients – providing<br />

his classes with a chance to gain invaluable real-life<br />

experience at <strong>the</strong> same time. <strong>Halo</strong> caught up with<br />

him to find out more about <strong>the</strong> process.<br />

“There are usually two types <strong>of</strong> client that<br />

come to us,” Paul says. “Companies approach us<br />

direct with product development projects, but we’re<br />

also contacted by <strong>the</strong>ir marketing and advertising<br />

agencies who are interested in developing markets<br />

and <strong>the</strong>ir client’s brand.”<br />

Paul’s keen to stress that he’s not <strong>of</strong>fering<br />

an alternative to pr<strong>of</strong>essional design consultancy<br />

or competing with established design practices.<br />

The CSM students <strong>of</strong>fer something that’s <strong>of</strong>ten<br />

much more important and fundamental for<br />

businesses: conceptual thinking. One client, for<br />

instance, was looking for a table that signalled<br />

its wireless connectivity to a passer-by. Students<br />

went back to basics, examining potential users<br />

and asking whe<strong>the</strong>r <strong>the</strong> end product actually<br />

needed to be a table at all.<br />

The sheer quantity and quality <strong>of</strong> ideas can<br />

<strong>of</strong>ten be impressive. “Anything between 40 and 60<br />

students can be working on a project when it starts<br />

out,” reveals Paul. “There’s a healthy competition<br />

over ideas and we actually keep a proportion <strong>of</strong><br />

our fee aside to reward students with prizes. The<br />

projects not only produce plenty <strong>of</strong> interesting<br />

material for our clients to review, but also provide<br />

a great training ground for our students. Very<br />

<strong>of</strong>ten, <strong>the</strong>y’ll get to present to Managing Directors<br />

and CEOs <strong>of</strong> major firms and receive one-to-one<br />

feedback from company executives.”<br />

With businesses such as Panasonic, ICI<br />

Dulux and Heineken on <strong>the</strong> client list, Paul’s<br />

already notched up some notable successes. And<br />

he’s excited at <strong>the</strong> prospect <strong>of</strong> future collaboration.<br />

A BA (Hons) Product Design<br />

studio at <strong>the</strong> <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>,<br />

Southampton Row site.<br />

Designed to last for 100 years<br />

St Paul’s chooses CSM<br />

to create new vestments<br />

In <strong>the</strong> fast-moving world <strong>of</strong> fashion, <strong>the</strong> shelf life<br />

<strong>of</strong> a garment can sometimes be measured in weeks.<br />

But when you’re designing ecclesiastical robes for<br />

one <strong>of</strong> <strong>the</strong> world’s most instantly recognisable and<br />

historic ca<strong>the</strong>drals, <strong>the</strong> aim is to create something<br />

that’s truly timeless. As <strong>the</strong> Canon Pastor <strong>of</strong><br />

St Paul’s – The Reverend Canon Martin Warner<br />

– explained to <strong>Halo</strong>, many <strong>of</strong> <strong>the</strong> vestments<br />

currently favoured by <strong>of</strong>ficiating ministers date<br />

from <strong>the</strong> 1930s.<br />

“We lacked a proper collection,” says Canon<br />

Martin, “and considered a number <strong>of</strong> options,<br />

including <strong>the</strong> purchase <strong>of</strong> robes from domestic<br />

or continental outlets. Ultimately, however, we<br />

decided it would be better to do our own thing.”<br />

First-class service: CSM produces<br />

modern designs worthy <strong>of</strong> Wren’s<br />

seventeenth century ca<strong>the</strong>dral.<br />

This decision led <strong>the</strong> Ca<strong>the</strong>dral directly<br />

to <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>, where Textiles students<br />

were keen to help. A contemporary feel to <strong>the</strong><br />

vestments was obviously important, but so was<br />

<strong>the</strong> need to avoid anything that dated within<br />

a short period. A shortlist <strong>of</strong> three designs was<br />

drawn up as part <strong>of</strong> a competition and <strong>the</strong> Canon<br />

was hugely impressed by what he saw.<br />

“We were very struck by <strong>the</strong> imagination,<br />

skill and originality in terms <strong>of</strong> <strong>the</strong> use <strong>of</strong> colour<br />

and textiles,” he recalls. “The winning design<br />

incorporated five colour sets and separate<br />

ceremonial vestments.”<br />

Fabric weaving and embroidery are now<br />

under way and it’s expected that <strong>the</strong> first garments<br />

will be available for use by <strong>the</strong> time <strong>Halo</strong> goes<br />

to press.<br />

8 halo halo 9


Living in <strong>the</strong> Plastic Age<br />

– revolutionary technology<br />

will change <strong>the</strong> way<br />

we read<br />

What would happen if you combined <strong>the</strong> design<br />

flair <strong>of</strong> <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> students with<br />

a hi-tech business working at <strong>the</strong> cutting edge<br />

<strong>of</strong> plastic electronics technology? That was<br />

<strong>the</strong> intriguing question posed early in 2006<br />

by Plastic Logic – a company that was originally<br />

spun out <strong>of</strong> a leading physics laboratory<br />

at Cambridge <strong>University</strong>. <strong>Halo</strong> spoke to <strong>the</strong>ir<br />

Marketing Executive, Anusha Nirmalananthan,<br />

who tells <strong>the</strong> story:<br />

“We’ve been working for six years on this<br />

technology and have now reached a stage where<br />

we’re producing very light, flexible, low-cost<br />

electronic screens in an A5 format. They’re<br />

extremely thin – just like paper – and use<br />

electronic ink. There’s no back lighting, as <strong>the</strong>y<br />

take light from <strong>the</strong> surrounding area. As a result,<br />

<strong>the</strong> clarity <strong>of</strong> read you get is much <strong>the</strong> same<br />

as from a printed page.<br />

Eventually we can imagine this kind<br />

<strong>of</strong> technology being almost anywhere, which<br />

is what makes it so exciting. But <strong>the</strong> way in which<br />

<strong>the</strong> product is presented will be absolutely critical.<br />

That’s why we approached <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong><br />

to ask <strong>the</strong> students about <strong>the</strong> directions <strong>the</strong>y could<br />

imagine things going in <strong>the</strong> coming years.<br />

The project was set up in a competition<br />

format, as we were looking for <strong>the</strong> very best ideas.<br />

Around 60 Product Design students were involved<br />

initially and attended a briefing session, at which<br />

a lot <strong>of</strong> intelligent questions were asked. They went<br />

away, conducted <strong>the</strong>ir research and presented some<br />

initial concept boards six weeks later. We whittled<br />

<strong>the</strong> 60 down to 10 finalists, who had a chance to<br />

develop <strong>the</strong>ir ideas fur<strong>the</strong>r into 3D models. In June,<br />

we brought in investors, journalists and o<strong>the</strong>rs<br />

to help judge <strong>the</strong> winner.<br />

It was fascinating to see <strong>the</strong> models and<br />

we were very impressed with <strong>the</strong> work <strong>of</strong> all <strong>the</strong><br />

students. The winning design was an e-reader<br />

called Turnover that allowed you to turn <strong>the</strong> page<br />

and fold a corner to set a bookmark, just as you<br />

would with a traditional book. It was displayed<br />

at a trade show in San Francisco and featured in<br />

Wallpaper* magazine. We feel <strong>the</strong> project turned<br />

out to be a huge success.”<br />

www.plasticlogic.com<br />

Student perspective:<br />

Tim Yeoh<br />

“Although I was always interested in art as a kid<br />

– cartoons, comics and so on – my parents thought<br />

I was going to become a mad scientist. It probably<br />

had something to do with my love <strong>of</strong> Lego!<br />

Students demonstrating <strong>the</strong>ir<br />

design concepts for <strong>the</strong> Plastic<br />

Logic brief.<br />

Read all about it: Timothy Yeoh’s<br />

winning design captured <strong>the</strong><br />

imaginations <strong>of</strong> judges and<br />

was featured at a US trade fair.<br />

Winning student Tim Yeoh<br />

By <strong>the</strong> time I started my Foundation at <strong>Central</strong><br />

<strong>Saint</strong> <strong>Martins</strong>, I was considering architecture<br />

as a long-term career, but also graphics. But what<br />

I loved about product design was <strong>the</strong> chance<br />

to investigate and work in three dimensions,<br />

using my hands.<br />

I certainly expected to learn loads on <strong>the</strong><br />

product design course here, but I probably didn’t<br />

anticipate <strong>the</strong> degree to which you get involved<br />

in real-world client projects and <strong>the</strong> access you<br />

have to industry. It just has an edge over o<strong>the</strong>r<br />

comparable courses in that respect.<br />

Although it might seem strange for an art<br />

college like <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> to be connected<br />

with a high-tech company like Plastic Logic, <strong>the</strong><br />

partnership actually works very well. They deal<br />

with <strong>the</strong> high-end technological stuff and we<br />

look at how people will actually use <strong>the</strong> product.<br />

When <strong>the</strong>se two elements combine, it becomes<br />

something special.<br />

We had an amazing presentation to <strong>the</strong><br />

whole year group that kicked <strong>of</strong>f <strong>the</strong> project.<br />

People’s jaws were dropping. Plastic Logic were<br />

showing clips from <strong>the</strong> movie Minority Report<br />

and explaining that a number <strong>of</strong> ideas that had<br />

previously seemed like science fiction were<br />

actually close to being manufactured.<br />

Although all <strong>the</strong> students’ concepts are<br />

<strong>the</strong>ir own, we do try to help each o<strong>the</strong>r through<br />

<strong>the</strong> initial brainstorming process. We had five<br />

weeks initially and it can be pretty intense.<br />

I wasn’t getting too much sleep! I considered<br />

all kinds <strong>of</strong> things including a game in which<br />

you could move objects by flexing <strong>the</strong> screen<br />

and even handbags that camouflaged <strong>the</strong>mselves<br />

to protect against <strong>the</strong>ft. It was <strong>the</strong> book idea<br />

that was <strong>the</strong> strongest though and it helped<br />

me on to a shortlist <strong>of</strong> ten.<br />

There was a kind <strong>of</strong> Eureka moment on<br />

<strong>the</strong> tube, when I was looking at people reading<br />

<strong>the</strong>ir books. I was pondering why no one reads<br />

from a laptop or PDA and it occurred to me<br />

that <strong>the</strong>y simply liked <strong>the</strong> ability to turn <strong>the</strong><br />

page. With <strong>the</strong> technology from Plastic Logic,<br />

that’s actually possible. I spent a number<br />

<strong>of</strong> weeks working with an engineer from <strong>the</strong><br />

company, looking at <strong>the</strong> practical requirements<br />

and eventually I made a formal presentation<br />

to <strong>the</strong> company, as well as investors and <strong>the</strong><br />

press. Everyone had been very supportive and<br />

encouraging, but I was still quite surprised<br />

to win. There were a lot <strong>of</strong> good competitors.”<br />

Plastic Logic went on to buy <strong>the</strong> intellectual<br />

property rights for Tim Yeoh’s design.<br />

10 halo halo 11


Gifted CSM<br />

students<br />

inspire new<br />

packaging<br />

solutions<br />

One <strong>of</strong> <strong>the</strong> finest single malts in <strong>the</strong> world, The Macallan<br />

is enjoyed by dedicated connoisseurs in numerous different<br />

markets. The Edrington Group’s premier whisky brand also<br />

makes a perfect gift – not just at Christmas, but also at Fa<strong>the</strong>r’s<br />

Day, Chinese New Year and <strong>the</strong> Mid-Autumn Festival in Taiwan.<br />

<strong>Halo</strong> spoke to Angela Dunbar, who works as a packaging<br />

technologist with <strong>the</strong> company, and asked about <strong>the</strong>ir recent<br />

involvement with students from <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>.<br />

“We wanted to introduce some new blood and fresh<br />

thinking to our packaging work,” she says, “and asked one <strong>of</strong><br />

our <strong>London</strong> agencies to recommend good places to go for ideas.<br />

A number <strong>of</strong> options were presented to us and we considered<br />

<strong>the</strong>m all very carefully. But after doing some research <strong>of</strong> our<br />

own, we felt that <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> was a very good fit<br />

with our brand.”<br />

Representatives <strong>of</strong> <strong>the</strong> College travelled to Perth, Scotland<br />

to find out more about <strong>the</strong> brief. Packaging – particularly in<br />

societies where gift-giving is part <strong>of</strong> <strong>the</strong> business culture – takes<br />

on a special importance. Very <strong>of</strong>ten, <strong>the</strong> way in which a product<br />

such as The Macallan is presented is as important as <strong>the</strong><br />

whisky itself. Angela and her colleagues wanted CSM students<br />

to develop pack solutions that were in keeping with <strong>the</strong> brand,<br />

gave confidence to <strong>the</strong> consumer and achieved real standout<br />

on <strong>the</strong> shelf.<br />

“We came down to <strong>London</strong> to hear <strong>the</strong> students’<br />

presentations,” recalls Angela, “and we were surprised at<br />

<strong>the</strong>ir very good understanding <strong>of</strong> our brand, as well as <strong>the</strong>ir<br />

enthusiasm and passion. We expected some <strong>of</strong>f-<strong>the</strong>-wall ideas,<br />

as <strong>the</strong> people presenting were not really our target consumers,<br />

but <strong>the</strong>y showed us a lot <strong>of</strong> fantastic concepts.”<br />

In her role as a technologist, Angela needs to consider<br />

<strong>the</strong> practicalities <strong>of</strong> new ideas, as well as <strong>the</strong>ir originality and<br />

creativity. That’s why she was also pleased to involve former<br />

students Tobie Snowdowne and Lucy Nunn in a second stage<br />

<strong>of</strong> <strong>the</strong> exercise. Working toge<strong>the</strong>r as design consultancy<br />

TwoCreate (see feature on page 14–15), <strong>the</strong> <strong>Central</strong> <strong>Saint</strong><br />

<strong>Martins</strong> alumni were able to work through production <strong>issue</strong>s<br />

and take <strong>the</strong> raw concepts to a new level.<br />

“The designs were excellent,” says Angela. “They’ve<br />

been a huge inspiration – opening our eyes to new possibilities<br />

and giving us real food for thought.”<br />

The global market for single malt whiskies was valued<br />

a couple <strong>of</strong> years ago at some £350 million and continues<br />

to grow. The Macallan has been outperforming its rivals<br />

and was named ‘Best Malt in <strong>the</strong> World’ by Whisky Magazine<br />

in 2004.<br />

A drop <strong>of</strong> <strong>the</strong> hard stuff:<br />

<strong>the</strong> Macallan outperforms its<br />

competitors in a growing market.<br />

Award-winning fashion designer Aimee McWilliams took<br />

time out from a busy shoot schedule to speak to <strong>Halo</strong> about<br />

her remarkable career success. We took <strong>the</strong> opportunity<br />

to ask her about her time at <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> and her<br />

ongoing relationship with <strong>the</strong> College.<br />

<strong>Halo</strong><br />

When did you first realise you were going to have a career<br />

in fashion?<br />

Aimee<br />

I knew by <strong>the</strong> time I was 14 or 15 that this is what I wanted<br />

to do. I’d been interested in a range <strong>of</strong> different art forms. Music,<br />

for instance, and acting. But I realised that it was actually <strong>the</strong><br />

creation <strong>of</strong> <strong>the</strong> visual effect that I liked – making people look<br />

good. My dad had told me <strong>the</strong>re was this amazing school where<br />

all <strong>the</strong> geniuses go! From that moment on, I put <strong>Central</strong> <strong>Saint</strong><br />

<strong>Martins</strong> on a pedestal.<br />

<strong>Halo</strong><br />

So CSM had quite a build up. How did <strong>the</strong> College actually<br />

meet your expectations?<br />

Aimee<br />

It was everything I wanted it to be. Even more than I wanted<br />

it to be, in fact. I formed an incredible friendship group and all<br />

<strong>the</strong> people have gone into amazing jobs or done exactly what<br />

<strong>the</strong>y wanted to do. At <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>, you encounter<br />

so many different approaches. It opens your mind. While I was<br />

<strong>the</strong>re, I gave myself my own personal objectives with every<br />

brief I was set. My aim was to build up key skills that would<br />

help me long term – illustration, fabric sourcing, research.<br />

Perhaps I didn’t do quite as well in <strong>the</strong> projects as I should<br />

have done because I was on my own mission!<br />

How Aimee<br />

aimed<br />

for <strong>the</strong> top<br />

Fashion styling<br />

by Aimee McWilliams.<br />

<strong>Halo</strong><br />

Tell us about your final collection at <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>.<br />

How important was it to you?<br />

Aimee<br />

It was absolutely vital. A complete shift. The way I graduated<br />

gave me a great sense <strong>of</strong> confidence, because I won <strong>the</strong><br />

L’Oréal Total Look Award, which was <strong>the</strong> start <strong>of</strong> an ongoing<br />

relationship with <strong>the</strong> company. They asked me to art direct<br />

a 50th birthday show at <strong>the</strong> V&A and have since sponsored<br />

my Spring/Summer 06 catwalk collection.<br />

<strong>Halo</strong><br />

You’re still involved with <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> now.<br />

What does that connection mean to you?<br />

Aimee<br />

I’ve been a resident practitioner and taught illustration. I also<br />

teach design on some <strong>of</strong> <strong>the</strong> College’s short courses. <strong>Central</strong><br />

<strong>Saint</strong> <strong>Martins</strong> is full <strong>of</strong> strong characters and intelligent people,<br />

who are intuitive about how relationships develop. There are<br />

many open and creative minds. That’s what makes it a great<br />

place to be and also a great partner for businesses.<br />

Aimee McWilliams was one <strong>of</strong> <strong>the</strong> first students to benefit<br />

from <strong>the</strong> College’s newly started Graduate Enterprise activity.<br />

<strong>London</strong> Borough <strong>of</strong> Camden awarded a £5,000 bursary<br />

towards <strong>the</strong> expansion <strong>of</strong> Aimee’s fashion design business,<br />

to help capitalise on <strong>the</strong> significant interest generated<br />

by her catwalk show at <strong>London</strong> Fashion Week in February<br />

2006. The funding paid for a Sales Director who has secured<br />

a number <strong>of</strong> new accounts.<br />

12 halo halo 13


A spoke in <strong>the</strong> works: criminals will<br />

find it hard to battle a new generation<br />

<strong>of</strong> secure bikesheds.<br />

Meeting<br />

<strong>the</strong> boys<br />

behind<br />

<strong>the</strong><br />

bikesheds<br />

<strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> <strong>of</strong>fers numerous<br />

opportunities for students to gain experience<br />

by contributing to real-world projects.<br />

A five-strong team <strong>of</strong> Communication Design<br />

postgraduates was drafted in this year to help<br />

style and promote an important exhibition.<br />

<strong>Halo</strong> met up with some <strong>of</strong> <strong>the</strong>m at <strong>the</strong> College’s<br />

Innovation Centre.<br />

James Ritchie, Jake Hobart and Christian<br />

Nolle were already used to working collaboratively.<br />

They’d teamed up, for instance, to submit work<br />

to <strong>the</strong> D&AD and had got to know each o<strong>the</strong>r on<br />

<strong>the</strong>ir MA course, where <strong>the</strong>y’d pursued a pathway<br />

in information design.<br />

Jake, who came over from <strong>the</strong> US to study<br />

in <strong>London</strong>, says he’s been struck by <strong>the</strong> difference<br />

in style at CSM. “People just get on with things<br />

here, you’re free to develop your own ideas and<br />

learn from <strong>the</strong> experience.” he observes.<br />

He’s not <strong>the</strong> only one to have noticed<br />

<strong>the</strong> unique atmosphere at <strong>the</strong> College. Christian<br />

describes <strong>the</strong> place as being “intense” – a reflection,<br />

he feels, <strong>of</strong> <strong>the</strong> buzz generated by its location right<br />

in <strong>the</strong> heart <strong>of</strong> <strong>the</strong> capital.<br />

One <strong>of</strong> <strong>the</strong> posters designed<br />

by <strong>the</strong> team, which also<br />

included students Hans Oren<br />

and Amund Hesbol.<br />

Putting a brake<br />

on bike thieves<br />

The group had expressed an interest in projects<br />

that lay outside <strong>the</strong> remit <strong>of</strong> <strong>the</strong> MA course and<br />

<strong>the</strong>ir tutor quickly referred <strong>the</strong>m to <strong>the</strong> Innovation<br />

Centre, which happened to be working on a unique<br />

design competition and show called Reinventing<br />

<strong>the</strong> Bikeshed (www.reinventing<strong>the</strong>bikeshed.com).<br />

The competition launched in June 2006 with an<br />

exhibition and call for entries as part <strong>of</strong> <strong>the</strong> <strong>London</strong><br />

Architecture Biennale, and <strong>the</strong> students were<br />

charged with designing materials to promote<br />

<strong>the</strong> competition and launch exhibition.<br />

“We were given a budget to shoot<br />

photography and create posters that would be<br />

used for <strong>the</strong> show,” recalls James. “The brief was<br />

to find imagery that sat alongside <strong>the</strong> comments<br />

<strong>of</strong> bloggers on www.bike<strong>of</strong>f.org, many <strong>of</strong> whom<br />

were expressing <strong>the</strong>ir worries and frustrations<br />

about current security. We flew over a black-andwhite<br />

photographer from Norway and packed in<br />

numerous set-ups in just three days, using friends<br />

<strong>of</strong> friends and members <strong>of</strong> <strong>the</strong> public as models.<br />

Everyone seemed pleased with <strong>the</strong> results.”<br />

It’s a subject close to Christian’s heart. “I’ve<br />

had two bikes stolen,” he reveals, “so this was very<br />

much a personal project for me!”<br />

The posters were just one element <strong>of</strong> an<br />

ongoing project that also involved postcards and<br />

<strong>the</strong> design <strong>of</strong> case studies. “It’s been very good for<br />

our organisational skills,” says James. “And it also<br />

tested our ability to work well as a team.”<br />

The competition was looking for pioneering<br />

and beautiful bike storage solutions for urban<br />

living, on any scale and for any end use, new<br />

and innovative solutions to <strong>the</strong> constant problem<br />

<strong>of</strong> bike <strong>the</strong>ft – a reflection <strong>of</strong> <strong>the</strong> Centre’s<br />

continuing involvement in Design Against Crime<br />

initiatives. As we reported in <strong>the</strong> first <strong>issue</strong><br />

<strong>of</strong> <strong>Halo</strong>, this is a major strand <strong>of</strong> work at CSM<br />

– pitting <strong>the</strong> brains <strong>of</strong> creatives and <strong>the</strong> extensive<br />

research <strong>of</strong> <strong>the</strong> Metropolitan Police against <strong>the</strong><br />

resourcefulness <strong>of</strong> <strong>London</strong>’s villains.<br />

The competition concluded with an<br />

exhibition <strong>of</strong> <strong>the</strong> finalists’ work - ‘Designs on<br />

Cycling <strong>the</strong> City’, at New <strong>London</strong> Architecture<br />

in <strong>London</strong> in November 2006.<br />

14 halo halo 15


Ano<strong>the</strong>r dimension to design<br />

– alumni’s confidence boosted<br />

by CSM’s commercial links<br />

‘Surface’ Chair for MDF Italia<br />

by Tobie Snowdowne.<br />

Two get creative: CSM alumni Lucy<br />

Nunn and Tobie Snowdowne have<br />

built a name for <strong>the</strong>mselves in both<br />

two and three dimensional design.<br />

‘Airswitch tc’ is a hand-blown glass<br />

table lamp controlled by hand gestures.<br />

Move your hand horizontally above <strong>the</strong><br />

lamp to switch it on and <strong>of</strong>f, and move<br />

your hand vertically to raise and dim<br />

<strong>the</strong> lamp. ‘Airswitch tc’ is produced by<br />

British lighting manufacturer Mathmos.<br />

The founders <strong>of</strong> design consultancy Two Create<br />

have a strong working relationship. It’s no doubt<br />

helped by <strong>the</strong> fact that <strong>the</strong>y’re also a couple, who<br />

met a few years ago at <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong><br />

while studying product design.<br />

Tobie Snowdowne remembers his time<br />

at <strong>the</strong> College fondly – particularly his final-year<br />

project with furniture designer Michael Sodeau.<br />

“You’d come up with ten ideas for a chair,” he<br />

recalls, “and maybe nine <strong>of</strong> <strong>the</strong>m would have been<br />

done before. The tenth might not be right for<br />

some o<strong>the</strong>r reason, so you’d go back and produce<br />

ano<strong>the</strong>r ten ideas. You were made to focus on <strong>the</strong><br />

commercial viability <strong>of</strong> everything you did.”<br />

Thankfully, Tobie’s efforts weren’t in vain,<br />

as <strong>the</strong> end result was <strong>the</strong> striking ‘Surface’ chair<br />

which is now manufactured by MDF Italia. His<br />

partner Lucy Nunn, meanwhile, was working<br />

with <strong>the</strong> distinctive Bombay Sapphire gin brand<br />

– an assignment that led to a paid commission<br />

directly after graduation.<br />

The projects formed <strong>the</strong> culmination <strong>of</strong><br />

a course that had seen a number <strong>of</strong> o<strong>the</strong>r live briefs<br />

from commercial organisations including Kodak,<br />

glass bottle manufacturer Vetrerie Bruni and <strong>the</strong><br />

bus-shelter manufacturer Trueform Engineering.<br />

“We got a lot out <strong>of</strong> this,” says Lucy, “both<br />

in terms <strong>of</strong> experience and, <strong>of</strong> course, for our<br />

graduation portfolios. But <strong>the</strong> companies involved<br />

get an awful lot too. <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> has<br />

produced many graduates who have gone on<br />

to make a name for <strong>the</strong>mselves and <strong>the</strong> clients<br />

know that <strong>the</strong>y’re getting research-based design<br />

with a real process behind it.”<br />

Although <strong>the</strong> Two Create business has<br />

a momentum <strong>of</strong> all its own (and a selection<br />

<strong>of</strong> high-pr<strong>of</strong>ile press cuttings to match), <strong>the</strong>re’s<br />

no doubt that connections with <strong>the</strong> College are<br />

still important to Tobie and Lucy. The couple have<br />

been back to give a lecture to second-year product<br />

designers and have recently taken on a CSM<br />

student as an intern. But <strong>the</strong> relationship is two<br />

way. They’ve also benefited from introductions<br />

to big-name clients such as Moët & Chandon<br />

and Givenchy.<br />

With <strong>the</strong> grounding <strong>the</strong>y gained from CSM,<br />

<strong>the</strong> pair continue to explore a range <strong>of</strong> different<br />

disciplines and market places, including packaging<br />

and graphic, product and spatial design.<br />

www.twocreate.co.uk<br />

16 halo halo 17


Au revoir Sylvie,<br />

allô Scarlet!<br />

Each Christmas, renowned French beauty retailer Sephora<br />

aims to raise money for a good cause. In 2005, a unique<br />

merchandising opportunity was created by a doll called “Sylvie”<br />

– <strong>the</strong> brainchild <strong>of</strong> six students on <strong>the</strong> <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong><br />

MA Design: Ceramics, Furniture, Jewellery course. The<br />

colourful and exotic toy – made from fabrics and textiles –<br />

was put into production, with <strong>the</strong> proceeds from sales going<br />

straight to charity.<br />

As <strong>Halo</strong> goes to production <strong>the</strong> festive season is fast<br />

approaching once more, and exciting plans are afoot. Natalie<br />

BaderMichel <strong>of</strong> LVMH – who takes over as President and<br />

CEO <strong>of</strong> FRED Paris SA in December 2006 – gave <strong>Halo</strong><br />

a sneak preview…<br />

“Sephora has a close relationship with <strong>the</strong> charity<br />

Autistes Sans Frontières, which helps autistic children<br />

to get a decent education. Our current way <strong>of</strong> supporting<br />

<strong>the</strong> organisation is to create a toy character that can be sold<br />

during <strong>the</strong> Christmas period.<br />

Why <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> as a partner? Well, it’s <strong>the</strong><br />

creativity <strong>of</strong> <strong>the</strong> students and <strong>the</strong>ir ability to think outside<br />

<strong>the</strong> box. Last year, <strong>the</strong>y created a doll called Sylvie who had sold<br />

out by mid-December! This kind <strong>of</strong> success is not only really<br />

She’s a doll: Sylvie was designed<br />

by CSM students in 2005 and took<br />

France by storm.<br />

good news for <strong>the</strong> cause we’re supporting, but also for our own<br />

brand, as it attracts a great deal <strong>of</strong> PR and journalistic coverage.<br />

We wanted to build on 2005 with a new doll for Christmas<br />

2006 – a cousin <strong>of</strong> Sylvie, if you like! The first step was to invite<br />

<strong>the</strong> <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> students out to Paris. Our flagship<br />

Champs Elysées store attracts six million visitors every year,<br />

so we thought it would be a good idea for <strong>the</strong> students to see<br />

it. We also gave <strong>the</strong>m opportunity to visit some <strong>of</strong> <strong>the</strong> smaller<br />

outlets and talk to our graphic designers and marketing and<br />

communication pr<strong>of</strong>essionals. As a result, <strong>the</strong>y really got<br />

to understand <strong>the</strong> Sephora concept and brand.<br />

They came up with a number <strong>of</strong> different ideas, but<br />

I chose Scarlet because she seemed to balance <strong>the</strong> world <strong>of</strong><br />

beauty with <strong>the</strong> world <strong>of</strong> childhood. She’s also perfectly suited<br />

to <strong>the</strong> decoration <strong>of</strong> our lead store in <strong>the</strong> Christmas season.<br />

We’re delighted with Scarlet’s glamour, but we aim<br />

to go one step fur<strong>the</strong>r this year. FRED Joaillier are creating<br />

a €50,000 necklace for her that we can sell on <strong>the</strong> Champs<br />

Elysées. The proceeds will also go to Autistes Sans Frontières.”<br />

www.autistessansfrontieres.com<br />

www.sephora.com<br />

Lady in red: Scarlet is set to turn<br />

heads this Christmas and raise<br />

money for a good cause.<br />

Phones, fashion<br />

and <strong>the</strong> future<br />

‘Allmyfriends’: Jack Godfrey-Wood’s<br />

concept for <strong>the</strong> mobile phone<br />

<strong>of</strong> <strong>the</strong> future.<br />

If one business has helped make <strong>the</strong><br />

mobile synonymous with fashion and<br />

design, it’s <strong>the</strong> Finnish multinational<br />

Nokia. The company led <strong>the</strong> way with<br />

clip-on, clip-<strong>of</strong>f covers and has in <strong>the</strong><br />

past worked in partnership with <strong>the</strong><br />

likes <strong>of</strong> Kenzo. A relationship with<br />

<strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> seemed like<br />

a very natural progression.<br />

What will <strong>the</strong> world <strong>of</strong> <strong>the</strong><br />

mobile look like in five or ten years?<br />

Technology moves on so fast that<br />

most <strong>of</strong> us probably find <strong>the</strong> question<br />

difficult to answer. But it’s just this<br />

kind <strong>of</strong> puzzle that postgraduate<br />

industrial design students relish.<br />

<strong>Halo</strong> spoke to Nokia’s Claire<br />

Backhurst to find out more about<br />

<strong>the</strong> relationship between <strong>the</strong> company<br />

and <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>. We began<br />

by asking <strong>the</strong> Senior Communications<br />

Manager why such a large corporation<br />

– with all its internal design<br />

resources – still saw an advantage<br />

in external collaboration.<br />

“It’s true we have a great design<br />

team here at Nokia. Some <strong>of</strong> <strong>the</strong>m have<br />

even studied at <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>!<br />

But we’re a very human company that<br />

wants to engage with people on a more<br />

personal level and reach out to <strong>the</strong> youth<br />

market. We want everyone’s input and<br />

are keen to get more people involved.”<br />

“<strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> is an<br />

enormous college,” continued Claire,”with<br />

a world reputation and fantastic students.<br />

We gave <strong>the</strong>m a very broad brief and<br />

<strong>the</strong>y looked at <strong>the</strong> way in which mobile<br />

technology is going to enhance people’s<br />

lives. It was all about <strong>the</strong> student’s design<br />

coursework and blue-sky thinking<br />

<strong>of</strong> where <strong>the</strong> whole concept <strong>of</strong> mobility<br />

is. We were interested in engaging with<br />

<strong>the</strong> next generation and asking <strong>the</strong>m how<br />

<strong>the</strong>y see communications developing.<br />

Our role is to enable <strong>the</strong> process through<br />

our financial support.”<br />

Over a six-month period in 2006,<br />

students worked for a cash prize and<br />

<strong>the</strong> chance to join Nokia’s design team<br />

on a summer placement. All kinds<br />

<strong>of</strong> fascinating <strong>issue</strong>s arose – some<br />

<strong>of</strong> which went beyond pure technology.<br />

Students were, for example, thinking<br />

about biodegradability and sustainability,<br />

as well as customisation.<br />

Ben Hughes, Course Director<br />

<strong>of</strong> MA Industrial Design at <strong>Central</strong><br />

<strong>Saint</strong> <strong>Martins</strong> commented: “The<br />

various approaches reflect <strong>the</strong> diverse<br />

backgrounds and cultures <strong>of</strong> <strong>the</strong><br />

designers taking part in <strong>the</strong> project.<br />

Twelve countries were represented and<br />

each student had a different background<br />

ranging from genetic engineering and<br />

architecture to fine art.”<br />

According to Backhurst, <strong>the</strong><br />

winning design demonstrated a simple<br />

elegance that reflected Nokia’s whole<br />

ethos. “The phone needs to talk to<br />

you, not at you,” she observes. “Daniel<br />

Meyer’s design was easy to use and<br />

multifunctional.”<br />

Daniel Meyer’s winning work<br />

was inspired by video calling and <strong>the</strong><br />

traditional practice <strong>of</strong> carrying pictures<br />

<strong>of</strong> friends and family members. The<br />

handset is designed to sit as a picture<br />

frame wherever <strong>the</strong> user is.<br />

“Winning <strong>the</strong> Nokia competition<br />

was one <strong>of</strong> <strong>the</strong> happiest moments in<br />

my design career to date,” says Daniel.<br />

18 halo halo 19


Design for Illy Café espresso cups by BA<br />

Graphic Design students.<br />

Paul Smith window display project.<br />

Perfect focus<br />

The photographic studio in <strong>the</strong> heart <strong>of</strong> CSM’s Southampton<br />

Row building really does have an atmosphere all <strong>of</strong> its own.<br />

Classic Tamla Motown tunes crackle out <strong>of</strong> speakers, while<br />

staff and students sip c<strong>of</strong>fee in adjacent rooms and discuss<br />

<strong>the</strong>ir latest projects.<br />

Gary Wallis – senior lecturer in photography on <strong>the</strong> BA<br />

Graphic Design course – welcomes <strong>Halo</strong> at <strong>the</strong> tail-end <strong>of</strong> a busy<br />

day. He’s keen to talk about <strong>the</strong> work that students have done<br />

in partnership with business. But he’s even keener to show<br />

us <strong>the</strong> examples, which range from bespoke espresso cups for<br />

Illy through to fashion concepts for Paul Smith.<br />

“We actually turn down more work than we take on,”<br />

reveals Gary. “It’s not a question <strong>of</strong> accepting any project that<br />

comes our way. We’re looking for something that provides<br />

an academic challenge for our students and gives <strong>the</strong>m some<br />

creative room.”<br />

Much <strong>of</strong> <strong>the</strong> commissioned work goes quite a long way<br />

beyond pure photography and stretches across <strong>the</strong> design<br />

spectrum. According to Gary, clients are looking for cutting-<br />

edge thinking from <strong>the</strong> next generation <strong>of</strong> leaders in <strong>the</strong>ir field.<br />

“We can <strong>of</strong>fer 50 or 60 different solutions,” he says,<br />

“and <strong>the</strong>re’s usually an amazingly diverse range <strong>of</strong> ideas that<br />

comes out <strong>of</strong> <strong>the</strong> brainstorming process. Collaboration with<br />

<strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> <strong>of</strong>ten results in good press too. There’s<br />

been plenty <strong>of</strong> coverage in national newspapers and magazines,<br />

as well as <strong>the</strong> creative media.”<br />

Event sponsorships<br />

& support<br />

If your company is looking for a unique corporate<br />

entertainment opportunity, to support <strong>the</strong> finest in<br />

new talent, or experimental and influential product<br />

placement ideas, <strong>the</strong>n <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> may<br />

be able to help. We can help you reach <strong>the</strong> opinionformers<br />

<strong>of</strong> <strong>the</strong> present and future, in <strong>the</strong> form <strong>of</strong><br />

our students, alumni and friends from <strong>the</strong> creative<br />

community, via our events programme.<br />

The College hosts a number <strong>of</strong> exhibitions<br />

and events every year, attracting attention from<br />

across <strong>the</strong> media and <strong>the</strong> creative industries, keen<br />

to spot and support new talent and trends.<br />

Showcasing <strong>the</strong> work <strong>of</strong> current and recent<br />

students, <strong>the</strong>se events include <strong>the</strong> Degree Shows<br />

(June), <strong>the</strong> College’s exhibition for <strong>the</strong> <strong>London</strong><br />

Design Festival (September), <strong>the</strong> MA Fine Art<br />

shows (September and February) and <strong>the</strong> catwalk<br />

shows for our postgraduate and undergraduate and<br />

fashion courses (February and June respectively).<br />

Our exhibitions are part <strong>of</strong> <strong>the</strong> lifeblood<br />

<strong>of</strong> <strong>the</strong> College and incredibly important to us.<br />

Sponsorship opportunities exist for all<br />

<strong>of</strong> <strong>the</strong>se events, ranging in scale and including<br />

in-kind support as well as cash sponsorship,<br />

Sponsored<br />

student projects<br />

As demonstrated throughout this edition <strong>of</strong> <strong>Halo</strong>,<br />

<strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> provides a unique creative<br />

environment for <strong>the</strong> development <strong>of</strong> your products,<br />

concepts and brands.<br />

For more information about sponsoring<br />

events or student projects with <strong>Central</strong> <strong>Saint</strong><br />

<strong>Martins</strong> please contact Gabrielle Lee on 020 7514<br />

7008 or by email at g.t.lee@csm.arts.ac.uk.<br />

The Lethaby Building in Holborn,<br />

during <strong>the</strong> <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong><br />

Degree Show Private View.<br />

20 halo halo 21


Knowledge<br />

Transfer<br />

Partnerships<br />

Knowledge Transfer Partnerships (KTP) are an excellent way<br />

for companies wishing to exploit new business opportunities<br />

to benefit from <strong>the</strong> expertise <strong>of</strong> leading academics and pioneering<br />

research programmes at <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>.<br />

This government-backed initiative enables businesses, from large<br />

corporates to SMEs, to gain funding support for projects<br />

<strong>of</strong> strategic value and importance to <strong>the</strong> organisation. <strong>Central</strong><br />

<strong>Saint</strong> <strong>Martins</strong> can help companies to define <strong>the</strong> project, secure<br />

<strong>the</strong> funding and also recruit <strong>the</strong> graduate who will work<br />

on <strong>the</strong> project with support <strong>of</strong> <strong>the</strong> relevant academic staff. KTPs<br />

can be used to support a range <strong>of</strong> programmes in <strong>the</strong> field<br />

<strong>of</strong> business; marketing and branding; design; manufacturing<br />

improvements; and new product or service developments. The<br />

duration <strong>of</strong> KTP projects range from twelve months to two<br />

years, but can last longer depending on <strong>the</strong> nature <strong>of</strong> <strong>the</strong> project.<br />

Knowledge<br />

Catalyst Scheme<br />

Knowledge Catalyst<br />

Scheme (KCS) is a new<br />

and welcome addition<br />

to <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong><br />

services to business <strong>of</strong>fer.<br />

The scheme was launched<br />

by <strong>the</strong> <strong>Arts</strong> and Humanities<br />

Research Council (AHRC)<br />

earlier this year.<br />

The KCS provides<br />

funding support smaller<br />

micro business and o<strong>the</strong>r<br />

organisations (cultural<br />

institutions, charities<br />

etc) for which <strong>the</strong> KTP<br />

programme may not<br />

be accessible because<br />

<strong>of</strong> <strong>the</strong> cost and length<br />

<strong>of</strong> partnerships that<br />

KTP supports. The KCS<br />

scheme supports projects<br />

which last from three<br />

to a maximum <strong>of</strong> fifteen<br />

months<br />

Like KTPs <strong>the</strong> KCS<br />

supports partnerships<br />

between a <strong>University</strong><br />

Partner and an Enterprise<br />

Partner which seek to<br />

address a significant<br />

challenge by employing<br />

a graduate to work<br />

on this area, supported<br />

by an academic.<br />

Pr<strong>of</strong>essional Training<br />

Do your designers have up-to-date graphics<br />

training so that <strong>the</strong>ir marketing material is <strong>of</strong> <strong>the</strong><br />

highest quality and creates <strong>the</strong> best impact?<br />

Do you or your colleagues need to re-evaluate your<br />

approach to innovation so that your product meets<br />

<strong>the</strong> demands <strong>of</strong> a growing international market?<br />

Has thinking in a creative way and developing<br />

your ideas become a struggle which needs<br />

to be overcome?<br />

<strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> College <strong>of</strong> Art and<br />

Design <strong>of</strong>fers a unique opportunity for<br />

you and your colleagues to attend tailormade<br />

training courses that will solve any<br />

creative problem. You decide <strong>the</strong> content<br />

and we will design <strong>the</strong> course, provide <strong>the</strong><br />

location and find you a tutor who has <strong>the</strong><br />

skills and enthusiasm to make <strong>the</strong> training<br />

a success.<br />

The diversity <strong>of</strong> <strong>Central</strong> <strong>Saint</strong><br />

<strong>Martins</strong> College allows our courses<br />

to deliver a range <strong>of</strong> creative subjects.<br />

Courses can include:<br />

brand and identity<br />

computer s<strong>of</strong>tware skills<br />

creating <strong>the</strong> perfect brief<br />

creative writing skills<br />

drawing and illustration<br />

fashion and textile design<br />

graphic design<br />

ideas and creative thinking<br />

innovation<br />

life study<br />

luxury<br />

new business start-up<br />

photography<br />

print production<br />

product design and development<br />

presentation skills<br />

trend forecasting<br />

Through pr<strong>of</strong>essional, friendly<br />

consultation we will help you to identify<br />

your training needs and <strong>the</strong>n arrange<br />

<strong>the</strong> best course for your business.<br />

Clients have included:<br />

BBC<br />

Dalziel and Pow Architects<br />

Design Council<br />

DFGW<br />

Dragon Design Fund, P R China<br />

Florida State <strong>University</strong><br />

ITV Graphics<br />

Kent County Council<br />

LVMH<br />

L’Oreal Pr<strong>of</strong>essionel<br />

Miki Travel<br />

Richemont International (UK) Ltd<br />

Tetra Pak<br />

Tropic Knits, Mauritius<br />

Williams Lea<br />

WGSN<br />

Each course is tailor-made to your own<br />

requirements. The length <strong>of</strong> a course<br />

is at your discretion, as is <strong>the</strong> purpose <strong>of</strong><br />

<strong>the</strong> course - whe<strong>the</strong>r it is for pr<strong>of</strong>essional<br />

development or a team building exercise.<br />

We will gladly meet with you to discuss<br />

ideas and arrange for you to see <strong>the</strong><br />

college facilities.<br />

You may be interested in holding<br />

a course at one <strong>of</strong> our five central <strong>London</strong><br />

sites, where <strong>the</strong> creative atmosphere four<br />

studios and workshops <strong>of</strong>fer an experience<br />

that is something very different to<br />

your average training venue. Or we can<br />

bring <strong>the</strong> courses and <strong>the</strong> tutors to you,<br />

wherever you may be.<br />

The tutors on <strong>the</strong>se bespoke courses<br />

come from every discipline for which<br />

<strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> has become world<br />

famous. They all teach on <strong>the</strong> full-time<br />

degree courses at <strong>the</strong> college, have<br />

experience <strong>of</strong> teaching to a wide range<br />

<strong>of</strong> people and have gained expertise<br />

in <strong>the</strong>ir creative field.<br />

22 halo halo 23


The Innovation Centre<br />

The Innovation Centre at <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong><br />

is home to a wide range <strong>of</strong> interdisciplinary projects<br />

that connect <strong>the</strong> prolific creativity and inventiveness<br />

<strong>of</strong> <strong>the</strong> College’s staff and students with partners<br />

and clients. Its three areas <strong>of</strong> work are:<br />

Future Ideas: Future Enterprise<br />

The Innovation Centre hosts debates,<br />

discussions, conversations and generates<br />

some <strong>of</strong> <strong>the</strong> most interesting ideas in<br />

<strong>London</strong>. It provides support to students<br />

who want to set up <strong>the</strong>ir own social or<br />

commercial enterprises through advice,<br />

networking and links to finance.<br />

Making New New Knowledge<br />

The Innovation Centre houses a range<br />

<strong>of</strong> <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> research<br />

projects which combine disciplines and<br />

create new knowledge which can be applied<br />

to commercial or social endeavour through<br />

contract research, knowledge transfer<br />

partnerships, consultancy and training.<br />

Creativity Applied<br />

By focusing and applying <strong>Central</strong> <strong>Saint</strong><br />

<strong>Martins</strong> talent, practical expertise<br />

and specialist research in unique and<br />

compelling ways, <strong>the</strong> Innovation Centre:<br />

• Works with businesses, governments,<br />

and <strong>the</strong> creative and cultural industries<br />

to create exciting new collaborations<br />

and business ventures resulting in new<br />

products, services and initiatives that<br />

positively shape <strong>the</strong> world around us<br />

• Links <strong>the</strong> creativity and inspiration<br />

<strong>of</strong> <strong>the</strong> arts, communication, fashion,<br />

and design with <strong>the</strong> worlds <strong>of</strong> science,<br />

technology, economics, and philosophy<br />

to reveal new inter-disciplinary<br />

interactions and new ways <strong>of</strong> thinking<br />

Collection <strong>of</strong> anti-<strong>the</strong>ft chairs created<br />

by <strong>the</strong> Design Against Crime partnership<br />

with W2 Designer, Jackie Piper<br />

The Design<br />

Laboratory<br />

The Design Laboratory at <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> was<br />

created to connect art and design education to <strong>the</strong> commercial<br />

industries, allowing clients to tap into <strong>the</strong> vibrant creative source<br />

<strong>of</strong> <strong>the</strong> <strong>University</strong> <strong>of</strong> <strong>the</strong> <strong>Arts</strong> <strong>London</strong> and providing employment<br />

opportunities for recent graduates. Specialising<br />

in <strong>the</strong> areas <strong>of</strong> creative content, graphics, trend intelligence<br />

and product development, <strong>the</strong> team, all graduates <strong>of</strong> UAL,<br />

draw upon <strong>the</strong>ir varied expertise to produce a complete<br />

package <strong>of</strong> pr<strong>of</strong>essional services.<br />

The commercial studio <strong>the</strong>refore has unique links with<br />

emerging talent from <strong>the</strong> <strong>University</strong>, which is encouraged<br />

by freelance projects and paid work placements for selected<br />

graduates. This relationship enhances <strong>the</strong> studio’s dynamic<br />

by creating a constantly evolving environment, fuelled with<br />

new personalities, perspectives and ideas.<br />

Clients include: UNESCO, Adidas, The Fat Duck,<br />

FremantleMedia, Nokia, Carat International, Gucci Group,<br />

Intel, M&S, Coca Cola, Habitat, Micros<strong>of</strong>t, Smirn<strong>of</strong>f, Disney<br />

and Snug & Outdoor.<br />

www.designlaboratory.co.uk<br />

<strong>Saint</strong>s<br />

Creative<br />

Intelligence<br />

The communication channels, habits, tastes, and aspirations<br />

<strong>of</strong> today’s consumer market are constantly evolving. Savvy<br />

shoppers lack loyalty, expect ethical standards, compare products<br />

online at <strong>the</strong> click <strong>of</strong> a button and expect a globally competitive<br />

<strong>of</strong>fer. <strong>Saint</strong>s Creative Intelligence makes companies aware<br />

<strong>of</strong> emerging trends ensuring new initiatives begin in context.<br />

Surrounded by new designers, trends and technologies<br />

in <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong> Innovation Centre, <strong>Saint</strong>s reports<br />

on trends weekly, tracking <strong>the</strong>ir evolution and analysing <strong>the</strong>ir<br />

future impact, delivering trend intelligence through a variety<br />

<strong>of</strong> consultancy services, publications and training courses.<br />

<strong>Saint</strong>s can produce projects tailor-made to <strong>the</strong> individual needs<br />

<strong>of</strong> clients and has <strong>the</strong> experience and resources to conduct<br />

interviews and focus groups to deliver unique insight with<br />

commercial value.<br />

The <strong>Saint</strong>s Global Network connects <strong>Saint</strong>s to <strong>University</strong><br />

<strong>of</strong> <strong>the</strong> <strong>Arts</strong> <strong>London</strong> alumni around <strong>the</strong> world. UAL has 18,000<br />

students from over 100 countries. International graduates that<br />

have benefited from a top class British education quite <strong>of</strong>ten<br />

return to <strong>the</strong>ir countries to become directional designers.<br />

The <strong>Saint</strong>s Global Network is an embodiment <strong>of</strong> this unique,<br />

international, creative community, which acts as a global<br />

resource for <strong>Saint</strong>s Creative Intelligence.<br />

<strong>Saint</strong>s New Blood: Raw Trend gives subscribers access<br />

to new trends before <strong>the</strong>y go mainstream. This straight from<br />

<strong>the</strong> source quarterly report reveals emerging trends from <strong>the</strong><br />

<strong>University</strong> <strong>of</strong> <strong>the</strong> <strong>Arts</strong> <strong>London</strong>. Cutting edge student work<br />

is debuted alongside interviews to reveal <strong>the</strong> lifestyles <strong>of</strong> <strong>the</strong><br />

trend leaders, enabling subscribers to discover many <strong>of</strong><br />

tomorrow’s influential designers today.<br />

<strong>Saint</strong>s Creative Intelligence is led by Kevin Tallon and<br />

Georgina Roberts, who both work in The Design Laboratory.<br />

Kevin is also a tutor on <strong>the</strong> BA Fashion course at <strong>Central</strong><br />

<strong>Saint</strong> <strong>Martins</strong>.<br />

kevin.tallon@designlaboratory.co.uk<br />

georgina.roberts@designlaboratory.co.uk<br />

24 halo halo 25


Venue hire<br />

Are you looking for an unusual and<br />

exciting venue for a corporate event,<br />

meeting or workshop? If you need<br />

to escape <strong>the</strong> <strong>of</strong>fice environment and are<br />

looking for a formal or informal space<br />

to share ideas, make decisions or simply<br />

have an away day with your colleagues<br />

<strong>the</strong>n our central <strong>London</strong> college sites<br />

may be just <strong>the</strong> place.<br />

We have high quality experienced<br />

caterers on site who can provide anything<br />

from tea and c<strong>of</strong>fee to five-star banquets.<br />

Innovation Centre Venue Hire<br />

From small brainstorming workshops<br />

and private receptions through to largescale<br />

exhibitions and conferences, <strong>Central</strong><br />

<strong>Saint</strong> <strong>Martins</strong> Innovation Centre <strong>of</strong>fers<br />

a vibrant, creative atmosphere in which<br />

to host your event.<br />

Our contemporary, purpose<br />

builtspace in Holborn houses a range <strong>of</strong><br />

technical facilities including audio-visual<br />

equipment, interactive whiteboards and<br />

a movement studio.<br />

We have high quality experienced<br />

caterers on site who can provide anything<br />

from light refreshments to full banquets.<br />

26 halo<br />

Discounted venue hire rates<br />

for partners, registered charities and<br />

public sector organizations are available.<br />

Contact Fiona Fraser, Enterprise<br />

and Innovation Administrator,<br />

at Tel: +44 (0)207 514 7320 or email<br />

f.fraser@csm.arts.ac.uk<br />

O<strong>the</strong>r Southampton Row (Holborn)<br />

rooms available for hire:<br />

The Front Gallery Meeting Room<br />

Ground floor<br />

Seats 20 or can hold 40 for a drinks<br />

reception. The room includes examples<br />

<strong>of</strong> work by graduates and staff.<br />

Main Conference Hall<br />

with original parquet floor. Large<br />

windows on to street for maximum<br />

light and black out curtains. Full AV<br />

equipment. Seats 110 lecture<br />

style, or 150 standing reception.<br />

The two Lethaby Galleries<br />

at Southampton Row have limited<br />

availability, very much dependant<br />

on <strong>the</strong> current exhibition. If available<br />

this can provide a fantastic backdrop<br />

for a drinks reception.<br />

The Lethaby Building <strong>of</strong> <strong>Central</strong><br />

<strong>Saint</strong> <strong>Martins</strong> in Holborn.<br />

Meeting rooms<br />

Third floor. Capacity <strong>of</strong> 15 – 30.<br />

Perfect for <strong>of</strong>f-site meetings.<br />

All colleges sites are available for<br />

photoshoots and filmshoots, depending<br />

on <strong>the</strong> time <strong>of</strong> year. For information<br />

and a price list contact Liz Adams,<br />

Sales and Marketing Manager at<br />

Tel: +44 (0)207 514 8441 or email:<br />

e.adams@csm.arts.ac.uk<br />

Contact us<br />

Head <strong>of</strong> Enterprise and Innovation<br />

Dani Salvadori<br />

Email: d.salvadori@csm.arts.ac.uk<br />

Tel: +44 (0)20 7514 7255<br />

Student Projects and Events Sponsorship<br />

Gabrielle Lee (Corporate Relations Manager)<br />

Email: g.t.lee@csm.arts.ac.uk<br />

Tel: +44 (0)20 7514 7008<br />

Consultancy, Design Commissions<br />

and Pr<strong>of</strong>essional Training<br />

Steve Whalley (Business Manager)<br />

Email: s.m.whalley@csm.arts.ac.uk<br />

Tel: +44 (0)20 7514 7256<br />

Innovation Centre<br />

Monica Hundal (Business Manager)<br />

Email: m.hundal@csm.arts.ac.uk<br />

Tel: +44 (0)20 7514 8716<br />

The Design Laboratory<br />

Email: info@designlaboratory.co.uk<br />

Tel: +44 (0)20 7514 7028<br />

Venue Hire and Art Sales<br />

Liz Adams (Marketing and Sales Manager)<br />

Email: e.adams@csm.arts.ac.uk<br />

Tel: +44 (0)20 7514 8441<br />

Short Courses and <strong>the</strong> Summer School<br />

Email: shortcourse@csm.arts.ac.uk<br />

Tel: +44 (0)20 7514 7015<br />

Do you have any questions or comments<br />

to <strong>the</strong> team behind <strong>Halo</strong> Magazine?<br />

Feedback is gratefully received.<br />

Email: halo@csm.arts.ac.uk<br />

Shott Lighting by Holly Wadsworth,<br />

graduate <strong>of</strong> BA(Hons) Product<br />

Design at <strong>Central</strong> <strong>Saint</strong> <strong>Martins</strong>.<br />

<strong>Martins</strong>.<br />

<strong>Saint</strong> <strong>Central</strong> <strong>of</strong> clients corporate and students staff, <strong>the</strong> <strong>of</strong> courtesy<br />

Design<br />

David Tanguy, Praline<br />

images<br />

designbypraline.com All

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